The Jimmy Kimmel’s You Tube video about the Twerk-and-ass-fire, or whatever it was, as of yesterday had 12 M hits. The video explaining it was a hoax had 9 million. Cool idea for the today’s media socialists. The idea was just that, an idea…an attempt to get noticed. Heightened by pop culture.
I love reading Cathy Horyn, The NY Times fashion writer, during NY Fashion Week. (Sponsored by Mercedes??) She reminds me how difficult and amazing the creative process is. And how powerful opinion leader coverage can be. These are things brand planners care about. Things ad agencies (didge included) also should care about.
Agencies could take a page from clothing design houses. They should occasionally open up the creative process to random creative development — a la what some tech companies do, allowing employees to dedicate 10% of their time to personal free-flow creative projects. Agencies should just have a place where people of all disciplines can meet and play and invent. I’m not saying creative for creative’s sake and slap a logo on in; I’m saying play with the new tools, audiences and insights then see how they might apply to specific client business problems. Where unlikeminds can exercise.
Ad agencies today use a serial approach and it stifles creativity. Just as clothes designers who play around the cutting table with color, drape, pattern and motion, ad shops need a place to play a little more. Feel me?